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Status:
USA 2005
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The Status survey is a venture by Language Travel Magazine, which gathers specific market data about all of the main language teaching markets in the world. For the first time, it is possible to compare world market statistics.
If you would like to see the complete breakdown of data, including marketing spend per region and marketing budget analysis, and you are an agent (or a school that has completed or intends to complete the Status survey), please send us an email containing 'Status survey web address' in the subject heading. We will then forward the web address to you.
| Key points |
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No. of participating schools in the USA survey: 26
Total number of students at the organisa- tions in 2005: 17,517
Total no. of student weeks in 2005: 262,755
Overall average length of stay in wks: 15
Average cost of a one-month course, ex- cluding accom.: US$937
Average cost of residential accommoda- tion per week: US$227
Average cost of host family accommoda- tion per week: US$174
Average commission paid on a language course: 15 per cent (from 0 to 30)
Two institutions paid commission on accom- modation (of 5 or 15 per cent)
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Means of recruiting students in the USA, 2005
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Intensity of study (hours studied per week) |
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Other means 28%
Local bookings 26%
Internet 25%
Agents 21%
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From 8 to 25.
Overall average = 20 |
Total marketing spend by sector in %
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Marketing budget by region (overall %)
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Agency costs 34%
Publicity costs 34%
Travel costs 32%
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Asia 49%
W Europe 16%
Latin America 14%
N America 8%
C&E Europe 8%
Middle East 3%
Australasia 1%
Africa 1% |
| Top student nationalities in Usa by student weeks, 2005 |
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Korean 24.8%
Japanese 21.6%
Taiwanese 11.7%
Chinese 4.1%
Mexican 4%
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Brazilian 2.8%
Swiss 2.7%
Indian 2.5%
Colombian 2.2%
Chilean 1.6%
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| Student numbers by age range |
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8-11, 0.5%
12-15, 2%
16-18, 18%
19-24, 40.5%
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25-30, 30%
31-50, 8%
51+, 1% |
| Observations |
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The same top four Asian nationalities were present in the top 10 as last year, although Koreans are in number-one position this year, usurping the Japanese. Mexicans are present across US language schools this year whereas they, and Chileans in tenth position, did not feature last year.
A similar proportion of students were recorded in this survey as in our survey last year (see |
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LTM, August 2005, 52) and with a comparable average length of stay – from 15 weeks last year to 14.6 weeks this year – total sample size in terms of weeks was relatively unchanged.
Agent usage, however, did change year on year with a drop in student bookings coming via agencies, from 35% to just 21% this year.
Age range was slightly more diverse this year with fewer 19-24 yr olds.
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Thank you to the following institutions for taking part in our Status survey:
Berkeley English Academy, Berkeley, CA; Brandon College, San Francisco, CA; Bridge-Linguatec, Denver, CO; California School of English, Temecula, CA; Center for English Language Learning at Maryville College, Maryville, TN; College of Marin, Intensive English Program, Novato, CA; Everest College English Language Program, Portland, OR; Florida International University, English Language Inst, Miami, FL; Fulton-Montgomery Community College, Johnstown, NY; Humboldt State University IELI, Arcata, CA; Illinois State University - English Language Institute, Normal, IL; International Communications College, Honolulu, HI; International House, Portland, OR; Iowa Intensive English Program, Iowa City, IA; The Language Academy, Fort Lauderdale, FL; National University English Language Programs, San Diego, CA; Nomen Global Language Centers, Provo and Salt Lake City (both Utah); Program for American Language Studies (PALS), New York, NY; Savoir Faire Language Institute, Redondo Beach, CA; South Seattle Community College, Seattle, WA; Tennessee Technological University, Office of International Student Affairs, Cookeville, TN; University of California, San Diego, CA'; University of California, Santa Cruz (ELT), Santa Cruz, CA; University of Pennsylvania English Language Programs, Philadelphia, PA; University of Pittsburgh - English Language Institute, Pittsburgh, PA; USC Language Academy, Los Angeles, CA.
Status Survey statistics are based on figures supplied by a selection of individual schools. Not all survey respondents answered every question in the survey. Figures are, in some cases, rounded up or down to the nearest whole. All information is treated with the strictest confidence.
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Contact any advertiser in the this issue now
The following language schools, associations and accommodation providers advertised in the latest edition of Language Travel Magazine. If you would like more information on any of these advertisers, tick the relevant boxes, fill out your details and send.
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